Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Overview
- The market
- Consumers’ desire for more, better coffee continues category’s annual growth
-
- Figure 1: Total U.S. sales and fan chart forecast of coffee, at current prices, 2008-18
- Roasted coffee’s dominance forecast to erode as more people opt for one cup at a time
-
- Figure 2: Total U.S. retail sales and forecast of coffee, by segment, at current prices, 2008-18
- Key players
- Single-cup coffee, RTD companies offset declines from roasted, instant manufacturers
- The consumer
- Coffee fans apt to drink more coffee at home than away from home
-
- Figure 3: Changes in personal consumption of coffee at home by out of home, July 2013
- Roasted coffee dominates daily coffee consumption, single-cup catching up
-
- Figure 4: Personal consumption of top five coffee types consumed at least daily, July 2013
- Brand, but also price, drive most retail coffee purchases among races and ethnicities
-
- Figure 5: Top five attributes influencing packaged coffee purchases, by race, July 2013
- Younger people less likely to be coffee dependent, most likely to cut back for health
-
- Figure 6: Attitudes and behaviors toward daily coffee consumption and caffeine content, by age, July 2013
- What we think
Issues and Insights
-
- Breaking out of the morning rut: when are other times to drink coffee?
- Insight: introduce new times to socialize, relax, and entertain with coffee
- What can keep coffee drinkers aged 18-36 more active in at-home market?
- Insight: address out-of-home competition with affordable, great-tasting at-home coffee
- What can encourage people aged 49+ to try new coffee products?
- Insight: entice more traditional drinkers with innovations based on their favorites
Trend Applications
-
- Trend: FSTR HYPR
- Trend: Mood to Order
- Mintel Futures: Human
Market Size and Forecast
-
- Key points
- Variety, specialization fuel category’s annual growth trajectory
-
- Figure 7: Total U.S. sales and forecast of coffee, at current prices, 2008-18
- Figure 8: Total U.S. sales and forecast of coffee, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 9: Total U.S. sales and fan chart forecast of coffee, at current prices, 2008-18
Market Drivers
-
- Key points
- Commodity prices of coffee supplies continue to decrease
-
- Figure 10: Average monthly price for raw coffee supplies, January 2010-July 2013
-
- Figure 11: Attitudes and behaviors toward coffee prices, by age, July 2013
- Rising consumer confidence + falling prices = improved coffee budgets?
-
- Figure 12: Changes in at-home personal coffee consumption, by age and household income, July 2013
-
- Figure 13: Changes in out-of-home coffee consumption, by age and household income, July 2013
- Consumption rate, population growth could lead to continued boom
-
- Figure 14: Any personal consumption (net) of coffee segments, by race, July 2013
- Younger consumers more willing to embrace new coffee formats
-
- Figure 15: Any personal consumption (net) of coffee, by gender and age, July 2013
Competitive Context
-
- Key points
- After a.m. hours, coffee faces competition from other food, drinks
-
- Figure 16: Timing and choice of beverages and foods consumed for energy, May 2013
- Coffee houses, foodservice prove tempting to coffee drinkers
-
- Figure 17: Changes in personal at-home coffee consumption of coffee, July 2013
-
- Figure 18: Changes in personal out-of-home coffee consumption, by generations, July 2013
- Figure 19: Consumption and frequency of out-of-home coffee purchases, July 2013
Segment Performance
-
- Key points
- Roasted coffee sees declines as single-cup, RTD segments grow
-
- Figure 20: Total U.S. retail sales of coffee, at current prices, 2011 and 2013
- Single-cup projected to close the gap with roasted coffee by 2018
-
- Figure 21: Total U.S. retail sales and forecast of coffee, by segment, at current prices, 2008-18
- Figure 22: Total U.S. retail sales and forecast single-cup coffee, at current prices, 2008-18
- Ready-to-drink coffee on growth path following successful innovations
-
- Figure 23: Total U.S. retail sales and forecast of ready-to-drink coffee, at current prices, 2008-18
Retail Channels
-
- Key points
- Other retail channel, supermarkets nearly split share of coffee sales
-
- Figure 24: Total U.S. retail sales and market share, by channel, at current prices, 2011 and 2013
- Drug stores show the smallest share of coffee sales across retail channels
-
- Figure 25: Total U.S. retail sales of coffee, by channel, at current prices, 2008-13
- Natural channel hosts growing range of specialized coffee products
-
- Figure 26: Natural supermarket sales of coffee, at current prices, 2011-13*
- Packaged coffee dominates natural channel, RTD see growth
-
- Figure 27: Natural supermarket sales of coffee, by segment, 2011 and 2013*
- Natural channel brands of note
- Organic, regular coffee see similar natural growth, organic leads
-
- Figure 28: Natural supermarket sales of coffee, by organic status, 2010 and 2012*
- Lack of fair trade RTD, instant coffee brings down natural total
-
- Figure 29: Natural supermarket sales of coffee, by fair trade status, 2011 and 2013*
Leading Companies
-
- Key points
- Single-cup’s success, increasing interest in RTD fuel category growth
-
- Figure 30: MULO sales of coffee, by leading companies, rolling 52 weeks 2012 and 2013
- Smucker’s not resting on Folgers’ success, adding new coffee products
- Starbucks plays the field with products spanning all coffee segments
Brand Share – Roasted Coffee
-
- Key points
- Price adjustments cause segment, dominant brands to drop
-
- Figure 31: MULO sales of roasted coffee, by leading companies, rolling 52 weeks 2012 and 2013
- Folgers the preferred coffee brand for nearly half of all consumers
-
- Figure 32: Household use, ground/ whole bean brands, by race/ethnicity, January 2012-March 2013
- Households that use espresso, cappuccino opt for Starbucks
-
- Figure 33: Household usage of espresso/cappuccino, by brand, January 2012-March 2013
Brand Share – Single-cup Coffee
-
- Key points
- Green Mountain Coffee defends its lead in category it helped build
-
- Figure 34: MULO sales of single-cup coffee, by leading companies, rolling 52 weeks 2012 and 2013
- Variety appeals to single-cup owners, but how can they navigate options?
Brand Share – Instant Coffee
-
- Key points
- Instant segment falters as convenience takes other forms in coffee
-
- Figure 35: MULO sales of instant coffee, by leading companies, rolling 52 weeks 2012 and 2013
- Cold-brew coffee concentrates could enliven faltering segment
- Flavored instant coffee should promote itself as an RTD alternative
-
- Figure 36: Household usage of instant coffee, by type, by age, January 2012-March 2013
-
- Figure 37: Household usage of instant coffee, by flavors, by age, January 2012-March 2013
-
- Figure 38: Household usage, instant coffee, by flavors, by race/Hispanic origin, January 2012-March 2013
- Multicultural consumers fuel instant, but are mixed on favorite brands
-
- Figure 39: Household usage of instant coffee, by brand, by race/Hispanic origin, January 2012-March 2013
- Maxwell House International faces competition from other brands
-
- Figure 40: Household usage of instant flavored coffee mixes, by brand, January 2012-March 2013
-
- Figure 41: Household volume usage of instant flavored coffee mixes, 2009-13
Brand Share – Ready-to-drink Coffee
-
- Key points
- New products brighten spotlight on RTD coffee options
-
- Figure 42: MULO sales of ready-to-drink coffee by leading companies, rolling 52 weeks 2012 and 2013
- Multiple-serving RTD coffee format grows with new additions
- Companies ensure multiple-serving does not steal the spotlight
- Starbucks Frappuccino dominates bottled, canned RTD preferences
-
- Figure 43: Personal consumption of RTD coffee brands, by gender and age, January 2012-March 2013
Innovations and Innovators
-
- Brand loyalty keeps innovation focused on new varieties, range extensions
-
- Figure 44: Coffee launches by product launch type, 2008-13*
- Dessert-inspired coffee flavors prove trend is not just for single-cup
- Expanding beyond “sweet and creamy,” RTD differentiates with sparkling
- Coffees aim to do a body good with functional formulations
- Global innovations offer inspiration for potential U.S. products
- Origin
- Sweet inspiration
- Packaging
Marketing Strategies
-
- Theme – Variety
- Folgers promotes the diversity of formats across its portfolio
-
- Figure 45: Folgers, “Black Silk” print ad, June 2013
- Theme – Convenience
- International Delight builds on a successful debut with educational ads
-
- Figure 46: International Delight Iced Coffee Light, print ad, May 2013
- Figure 47: International Delight Iced Coffee, “Canyon Tours” ad, 2013
- Nescafé promotes its presweetened 3-in-1 coffee with subtle humor
- Theme – Quality
- Gevalia switches gears from “cup of Johan” to taste test results
-
- Figure 48: Gevalia, “Meet Johan” ad, 2013
Social Media
-
- Key points
- Key social media metrics
-
- Figure 49: Key brand metrics, coffee brands, August 2013
- Market overview
- Brand usage and awareness
-
- Figure 50: Usage and awareness of selected coffee brands, July 2013
- Interaction with brands
-
- Figure 51: Interaction with selected coffee brands, July 2013
- Online conversations
-
- Figure 52: Online mentions, selected coffee brands, by week, Feb. 24, 2013-Aug. 25, 2013
- Where are people talking about coffee brands?
-
- Figure 53: Mentions by page type, selected coffee brands, Feb. 24, 2013-Aug. 25, 2013
- What are people talking about?
-
- Figure 54: Mentions by type of conversation, selected coffee brands, Feb. 24, 2013-Aug. 25, 2013
-
- Figure 55: Major areas of discussion surrounding coffee brands, by week, Feb. 24, 2013-Aug. 25, 2013
- Figure 56: Major areas of discussion of coffee brands, by page type, Feb. 24, 2013-Aug. 25, 2013
- Brand analysis
- Starbucks
-
- Figure 57: Starbucks key social media indicators, August 2013
- Key online campaigns
- What we think
- International Delight
-
- Figure 58: International Delight key social media indicators, August 2013
- Key online campaigns
- What we think
- Dunkin’ Donuts
-
- Figure 59: Dunkin’ Donuts key social media indicators, August 2013
- Key online campaigns
- What we think
- Folgers
-
- Figure 60: Folgers key social media indicators, August 2013
- Key online campaigns
- What we think
- Nescafé
-
- Figure 61: Nescafé key social media indicators, August 2013
- Key online campaigns
- What we think
- Green Mountain Coffee
-
- Figure 62: Green Mountain Coffee key social media indicators, August 2013
- Key online campaigns
- What we think
The Consumer – Personal Consumption of Coffee
-
- Key points
- Younger drinkers increasing in-home consumption more than out-of-home
-
- Figure 63: Changes in personal consumption of coffee made at home, by age, July 2013
-
- Figure 64: Changes in personal consumption of coffee bought out of home, by age, July 2013
- Economic rebound helps some, continues to hinder others
-
- Figure 65: Changes in personal coffee consumption at home by away from home, July 2013
- Roasted coffee, out-of-home hot coffee most likely to be consumed daily
-
- Figure 66: Any personal consumption of coffee, by frequency of consumption, July 2013
- Variety embraced by younger consumers, those aged 68+ prefer traditional
-
- Figure 67: Any personal consumption (net) of coffee, by generations, July 2013
- New coffee products find traction among younger generations
- Single-cup, out-of-home more likely among higher-income 18-34 year olds
-
- Figure 68: Any personal consumption (net) of coffee, by age and household income, July 2013
- Roasted coffee has corner on budget-conscious coffee clutchers
-
- Figure 69: Household use, ground/whole bean coffee, by household income, January 2012-March 2013
-
- Figure 70: Household volume usage, ground/whole bean coffee, by age, January 2012-March 2013
The Consumer – Attributes and Attitudes toward Coffee
-
- Key points
- Flavors, coffee house brands top purchase influencers for youngest buyers
-
- Figure 71: Attributes influencing packaged coffee purchases, by age, July 2013
- Low prices, brand recognition could encourage new product trial
-
- Figure 72: Attitudes and behaviors toward new product trial, by age, July 2013
- Young drinkers support caffeine labeling, but less likely to need a daily cup
-
- Figure 73: Attitudes and behaviors toward daily consumption and caffeine content, by age, July 2013
- Older coffee drinkers see no difference between name brands, store brands
-
- Figure 74: Attitudes and behaviors toward store brand and certified coffee, by age, July 2013
The Consumer – Brewer Ownership and Preferences
-
- Key points
- Standard drip brewer remains leading brewer choice across age, income
-
- Figure 75: Coffee brewer ownership, by generations, July 2013
-
- Figure 76: Coffee brewer ownership, by household income, July 2013
- Households that have more than one brewer split between drip, single-cup
-
- Figure 77: Coffee brewer ownership, by frequency of use, July 2013
- Coffee drinkers aged 68+ motivated by ease of use, quickness, taste
-
- Figure 78: Reasons for using preferred coffee brewer, by generations, July 2013
- Single-cup offers good value to some, quality could be an easy emphasis
-
- Figure 79: Attitudes and behaviors toward single-cup and out-of-home coffee, by age, July 2013
Race and Hispanic Origin
-
- Key points
- Hispanics adding home consumption only slightly more than out-of-home
-
- Figure 80: Changes in personal consumption of coffee made at home, by race, July 2013
-
- Figure 81: Changes in personal consumption of coffee bought out of home, by race, July 2013
- Retail brands capture Hispanics, other race prefers coffee house brands
-
- Figure 82: Attributes influencing packaged coffee purchases, by race, July 2013
- Other race respondents most interested in new products, premium options
-
- Figure 83: Attitudes and behaviors toward new products, by race, July 2013
- Figure 84: Attitudes and behaviors toward consumption, caffeine, and certification, by race, July 2013
- Young blacks, Hispanics of any age drink most instant coffee
-
- Figure 85: Household volume usage of instant coffee, by race and age, January 2012-March 2013
- Figure 86: Household volume use of instant flavored mixes, by race and age, January 2012-March 2013
-
- Figure 87: Household instant coffee volume use, by Hispanic origin and age, January 2012-March 2013
- Single-cup brewers could appeal to black coffee drinkers
-
- Figure 88: Coffee brewer ownership, by race, July 2013
Consumer Segmentation – Volume, Frequency Groups
-
-
- Figure 89: Coffee user groups, July 2013
- Non-drinkers
- Opportunities
- Low-volume coffee drinkers
- Opportunities
- Medium-volume coffee drinkers
- Opportunities
- High-volume coffee drinkers
- Opportunities
- Custom group tables
-
- Figure 90: Personal consumption of coffee, by user groups, July 2013
-
- Figure 91: Changes in personal consumption of coffee made at home, by user groups, July 2013
-
- Figure 92: Changes in personal consumption of coffee bought out of home, by user groups, July 2013
-
- Figure 93: Attributes influencing packaged coffee purchases, by user groups, July 2013
-
- Figure 94: Attitudes and behaviors toward coffee, by user groups, July 2013
-
- Figure 95: Coffee brewer ownership, by user groups, July 2013
-
- Figure 96: Reasons for using preferred coffee brewer, by user groups, July 2013
- Custom user group demographics
-
- Figure 97: Custom user group demographics, July 2013
-
Key Driver Analysis – Single-cup Coffee
-
- Methodology
- Coffee house brands, quality important to young single-cup shoppers
-
- Figure 98: Key drivers of personal consumption of single-cup coffee, July 2013
Information Resources Inc. Builders Panel Data
-
- Overview
- Ground coffee
- Consumer insights on key purchase measures
- Brand map
-
- Figure 99: Brand map of ground caffeinated coffee buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 100: Key purchase measures, top ground caffeinated coffee, by household penetration, 2012*
- Ground decaffeinated coffee
- Consumer insights on key purchase measures
- Brand map
-
- Figure 101: Brand map ground decaffeinated coffee, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 102: Key purchase measures, top ground decaffeinated brands, by household penetration, 2012*
- Instant coffee
- Consumer insights on key purchase measures
- Brand map
-
- Figure 103: Brand map, instant caffeinated coffee buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 104: Key purchase measures, top instant caffeinated brands, by household penetration, 2012*
- Instant decaffeinated coffee
- Consumer insights on key purchase measures
- Brand map
-
- Figure 105: Brand map, instant decaffeinated coffee buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 106: Key purchase measures, top instant decaffeinated brands, by household penetration, 2012*
- Single-cup coffee
- Consumer insights on key purchase measures
- Brand map
-
- Figure 107: Brand map, single-cup coffee buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
-
- Figure 108: Key purchase measures, top brands of single-cup coffee, by household penetration, 2012*
Appendix – Food and Beverage Market Drivers
-
- Consumer confidence
-
- Figure 109: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Racial, ethnic population growth
-
- Figure 110: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
-
- Figure 111: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
-
- Figure 112: U.S. population, by age, 2008-18
Appendix – Other Useful Consumer Tables
-
- Segment performance
-
- Figure 113: Total U.S. retail sales and forecast of roasted coffee, at current prices, 2008-18
- Figure 114: Total U.S. retail sales and forecast of roasted coffee, at inflation-adjusted prices, 2008-18
-
- Figure 115: Total U.S. retail sales and forecast of single-cup coffee, at inflation-adjusted prices, 2008-18
-
- Figure 116: Total U.S. retail sales and forecast of instant coffee, at current prices, 2008-18
-
- Figure 117: Total U.S. retail sales and forecast instant coffee, at inflation-adjusted prices, 2008-18
-
- Figure 118: Total U.S. retail sales and forecast of RTD coffee, at inflation-adjusted prices, 2008-18
- Retail channels
-
- Figure 119: U.S. supermarket sales of coffee, at current prices, 2008-13
- Figure 120: U.S. drug store sales of coffee, at current prices, 2008-13
-
- Figure 121: U.S. sales of coffee, through other channels, at current prices, 2008-13
-
- Figure 122: Natural supermarket sales of coffee at inflation-adjusted prices, 2011-13*
- Brand share – instant coffee
-
- Figure 123: Household use, instant flavored mixes, by type, by age, January 2012-March 2013
-
- Figure 124: Household usage of instant flavored coffee mixes, by flavor, January 2012-March 2013
- Brand share – ready-to-drink coffee
-
- Figure 125: Personal consumption, RTD coffee brands, by race/Hispanic origin, January 2012-March 2013
- The consumer – personal consumption of coffee
-
- Figure 126: Any personal consumption (net) of coffee, by marital/relationship status, July 2013
- The consumer – attributes and attitudes toward coffee
-
- Figure 127: Attitudes and behaviors toward coffee, by generations, July 2013
- The consumer – brewer ownership and preferences
-
- Figure 128: Coffee brewer ownership, by age and household income, July 2013
-
- Figure 129: Reasons for using preferred coffee brewer, by gender and age, July 2013
- Race and Hispanic origin
-
- Figure 130: Attitudes and behaviors toward coffee, by race, July 2013
-
- Figure 131: Household volume use, instant flavored mixes, by Hispanic origin and age, January 2012-March 2013
Appendix – Social Media
-
- Brand usage or awareness
-
- Figure 132: Brand usage or awareness, July 2013
- Figure 133: Folgers usage or awareness, by demographics, July 2013
-
- Figure 134: Dunkin’ donuts usage or awareness, by demographics, July 2013
- Figure 135: Starbucks usage or awareness, by demographics, July 2013
-
- Figure 136: Green mountain coffee usage or awareness, by demographics, July 2013
- Figure 137: Nescafé usage or awareness, by demographics, July 2013
-
- Figure 138: International delight usage or awareness, by demographics, July 2013
- Activities done
-
- Figure 139: Activities done, July 2013
- Figure 140: Folgers – Activities done, by demographics, July 2013
-
- Figure 141: Dunkin’ donuts – Activities done, by demographics, July 2013
- Figure 142: Dunkin’ donuts – Activities done, by demographics, July 2013
-
- Figure 143: Starbucks – Activities done, by demographics, July 2013
- Figure 144: Starbucks – Activities done, by demographics, July 2013
-
- Figure 145: Green mountain coffee – Activities done, by demographics, July 2013
- Figure 146: Nescafé – Activities done, by demographics, July 2013
-
- Figure 147: International delight – Activities done, by demographics, July 2013
- Online conversation
-
- Figure 148: Online mentions, selected coffee brands, by week, Feb. 24, 2013-Aug. 25, 2013
- Figure 149: Mentions by page type, selected coffee brands, Feb. 24, 2013-Aug. 25, 2013
- Figure 150: Mentions by type of conversation, selected coffee brands, Feb. 24, 2013-Aug. 25, 2013
-
- Figure 151: Major areas of discussion surrounding coffee brands, by week, Feb. 24, 2013-Aug. 25, 2013
- Figure 152: Major areas of discussion surrounding coffee brands, by page type, Feb. 24, 2013-Aug. 25, 2013
Appendix – Key Driver Analysis
-
- Interpretation of results
-
- Figure 153: Personal consumption of single-cup coffee-key driver output, July, 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
-
- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
Back to top